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A symbolic character or personality that a brand uses to convey its identity, values, and messaging in a way that allows it to foster a deeper connection and understanding with its stakeholders. Based on influential psychiatrist Carl Jung’s theory, there are 12 Jungian archetypes: The Innocent, The Everyman, The Hero, The Rebel, The Explorer, The Creator, The Ruler, The Ma. This should not be mistaken with brand personality, which refers to the human traits attributed to a brand while brand archetypes are universal themes or motifs that brands use to connect with consumers on a deeper, more primal level.
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